Abstract: A system and method for associating benefit with the activities of a computing system, and for influencing the behaviour of users of the computing system, the system and method comprising a computing system having one or more subseribable actions, optionally associated with the functionality of the computing system; optionally, a means for associating additional information, activity or events with one or more of the one or more subseribable actions, the additional information, activity or events being associated with one or more third parties; a means for detecting and recording information relating to activity that is related to: the one or more subscribable actions, the one or more first users triggering the one or more subscribable actions, or a combination thereof; and optionally, a means for communicating or making available to one or more second users information relating to: the subseribable action, the one or more first users and, if necessary, the associated information, activities or events.